Be An Idea is changing. In fact, we've been quietly changing over the last several months and what's really changed is that we're ready to announce this to the world. We recognise that being a 6-year old enterprise that is still pivoting in start-up mode feels very much like being Steve Carell's Andy Stitzer character in Forty Year Old Virgin. We've pivoted a few times and each new pivot sows plenty of confusion about what we do.